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direct to consumer | premium electric toothbrush w/ subscription brush heads

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Consulting Project: Consumer growth

I work with Goby to test new marketing channels and optimize existing ones with the goal of lowering the blended acquisition cost < $30.

I've tested, managed & optimized several marketing channels including:

  • Performance Marketing: AdWords
  • Direct Mail
  • Sponsored Articles: Uncrate, Gilt City 
  • Affiliate Marketing Channels
  • Email Marketing
  • Evaluate Bus Dev + Partnership Opportunities
  • Landing Page Development
  • Referral Program Optimization

 

 


Competitor Bidding Strategy + Landing Page Development

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As a seed-funded company, Goby needed to be resourceful and cost effective when it came to driving traffic that converts. Realizing that we had a well-funded competitor who was spending a lot to drive awareness, we came up with a strategy to take advantage.

In November 2017, we launched an AdWords campaign with the goal of piggybacking off of the traffic from Goby's well-funded competitor, Quip. We set up an aggressive bid strategy and paired it with well designed comparative landing page to ensure a high conversion rate. 

We believe that Goby offers a superior product and we just needed more avenues to show interested buyers how they stack up against each other. 

The campaign has been a huge driver of Goby's growth in Q4-2017 and is a channel we were able to scale up while decreasing our blended acquisition cost to < $30.